PARIS — Helena Rubinstein’s battle against wrinkles continues. With its new treatment line called Expressionist with B-Neutrox, thirtysomethings — a demographic until now not addressed by the L’Oréal-owned brand in the...
PARIS — Helena Rubinstein’s battle against wrinkles continues. With its new treatment line called Expressionist with B-Neutrox, thirtysomethings — a demographic until now not addressed by the L’Oréal-owned brand in the antiwrinkle category — are targeted.
"This is the first time we are specifically addressing wrinkles caused by facial expressions," which start appearing in a person’s 30s, explained Philippe Villemus, international general manager for the brand, of Helena Rubinstein’s biggest launch next year, which will take place globally in March.
While company executives refused to divulge numbers, industry sources estimate the three-item Expressionist line could generate retail sales worldwide of $48 million in the first 12 months.
For the past decade, Helena Rubinstein has been working on Expressionist’s formula, which is meant to help relieve skin’s muscular contractions, or dermal microtensions, involved in the onset of facial-expression wrinkles. Muscular contractions induce the "hyper contraction" of fibroblasts — cells in the dermis that produce components such as collagen and elastin. Fibroblasts are comprised of a "cytoskeleton," which contracts due to the presence of calcium.
Helena Rubinstein says it created B-Neutrox, a combination of magnesium gluconate and a hexapeptide, which limits the entry of calcium into the fibroblasts. The firm also said with Expressionist, it focused on stimulating cell metabolism and reinforcing skin elasticity. The product’s formula therefore includes an "energizing" yeast extract, said to stimulate cell vitality and relaunch cellular metabolic functions, and an algae extract, meant to improve the quality of elastic tissue.
The cream’s fragrance, which includes floral and fruity black currant notes, was created to be relaxing. And the Expressionist products also come with directions for a suggested application technique to optimize the product’s benefits.
The Expressionist line, which will be accompanied by a yet-to-be-unveiled advertising campaign, includes a 30-ml. jar of Expressionist cream, for $52.95; a 50-ml. jar, for $65.10, and a 30-ml. bottle of Expressionist serum, with an increased concentration of B-Neutrox, for $69.
All dollar figures were converted from the euro at current exchange rates and prices are for Europe.
Expressionist joins the Helena Rubinstein portfolio that includes Urban Active, meant to be a preventative-aging treatment; Collagenist, an antiwrinkle and firming product; Power A, to smooth deep wrinkles; Face Sculptor, for a "lifting" effect, and Prodigy, billed to regenerate, moisturize and firm skin while making it uniform and bright.Expressionist will also join Lancôme’s Resolution skin care product in the fight against fine lines and wrinkles resulting from facial expressions. That L’Oréal-owned brand’s product, targeting 35- to 45-year-olds, will be launched this spring, as reported.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews